The Blu-ray organization has really upped the pressure in terms of driving the perception that Blu-ray is winning in the market. Sales are increasing sharply, but they were coming from such low numbers in the first place that the total numbers still aren't that impressive. It is a massive effort, and it does appear to be helping drive a slow increase in Blu-ray sales. However, I remain largely unconvinced that Blu-ray is anything more, at least right now, than something folks occasionally use to showcase their wonderful new TVs. That could change, though. I just got a presentation from Intel's Digital Home group that suggests that by early next year, I may become a convert.